The TikTok-ification of Spotify is almost complete. First Spotify pivoted to video. Now Universal Music Group (UMG) is expanding its partnership with the music streaming giant to compensate for pulling its music from TikTok.

Spotify and UMG announced that Spotify will give UMG artists access to new promotional and social tools. In a press release Daniel Ek, the CEO of Spotify, said, "The forthcoming features will put more power in the hands of artists and their teams to help them authentically express themselves, efficiently promote their work, and better monetize their art."